(solved) Assignment on Strategic Analysis Portfolio
Added on 2020-01-28
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Strategic AnalysisPortfolio
TABLE OF CONTENTSOVERWIEW OF STRATEGIC ANALYSIS..............................................................1BACKGROUND OF INTERCONTINENTAL HOTEL GROUP, UK.............................1BACKGROUND OF MARRIOTT, UK.....................................................................2COMPARING AND CONTRASTING STRATEGIC CHOICES...................................2Ansoff matrix............................................................................................2Decisions taken by firm which results into failure....................................5Blue Ocean strategy.................................................................................5Porter Generic Strategy............................................................................6Branding...................................................................................................7Product and market decisions..................................................................7Strategic choices support firms in meeting vision, objectives and mission8Decision made by business that affects products, markets and structure8CONCLUSION....................................................................................................8REFERENCES..................................................................................................10
OVERWIEW OF STRATEGIC ANALYSISStrategic analysis can be defined as a process of carrying out research on thebusiness environment in which firm operates. Such type of analysis helps businessto formulate strategy so that organizational goals can be attained in an effectivemanner (Hensmans, Johnson and Yip, 2013). However, it is essential forentrepreneur to understand business environment in which they are operating anddevelop interaction with its environment so that efficiency and effectiveness ofbusiness can be enhanced in order to achieve desired goals. In the present portfolioanalysis, two organizations have been chosen that are operating in the sameindustry. Intercontinental Hotel Group and Marriott hotel have been undertakenwhich are prominent hotels of UK and recently through carrying out research, it hasbeen assessed that Marriott is facing issues in losing market share because ofimplementing ineffective strategies (Hill, Jones and Schilling, 2014). Hence, IHG implements effectual strategies that help them to develop theirbrand image in the market and make good product and service decisions in order toattract consumers towards the firm. Also, different strategic tools have beenundertaken such as Ansoff’s matrix, Porter generic strategies etc. All such strategictools helps in identifying the key strategic issues faced by companies ininternational market and also affects the development of overall industry (Kim andMauborgne, 2013). However, comparing and contrasting the strategic choices madeby firm in order to attain desired results. Also, it can be stated that strategic choicesassist companies in meeting their vision, mission and objectives. BACKGROUND OF INTERCONTINENTAL HOTEL GROUP, UKIntercontinental Hotels Group Plc is a British multinational chain of hotels andit owns 4800 hotels across 100 countries. Its headquartered is situated in Denham,UK. Business possesses around 710000 rooms and thus, includes varied hotelbrands operating under it such as Crowne Plaza, Holiday Inn and Hotel Indigo etc.Company operates in worldwide market and thus later it joined forces in theprivatization of Army Lodging program in order to render best quality services andexperiences to soldiers as well as their families. Such type of program provideseffective hospitality services to US Army (Elbanna, 2010). Therefore, it is essentialfor hotel to maintain its service and product quality along with overcoming issues in1
order to gain consumer satisfaction. For this, effective strategic choices have beenmade by firm such as Ansoff’s matrix and Porters Generic Strategies in order toidentify the reason of firm's success. BACKGROUND OF MARRIOTT, UKMarriott International, UK is an American diversified hospitality company thathelps in managing and franchising a broad portfolio of hotels that involves variedfacilities such as lodging etc. Company owns more than 4087 hotels across 80countries and it possesses more than 697000 rooms. However, due to toughcompetition in the marketplace, business faces issues such as decreasing marketshare and thus, it is essential for firm to enhance its product and service quality inorder to attain desired results (Ghezzi, 2013). Management of firm implementsdifferent strategic choices such as Ansoff’s and Porter Generic strategies so thatproblems faced by firm could be identified and thus, it includes effective strategiesto overcome those issues and perform better than its rivals. COMPARING AND CONTRASTING STRATEGIC CHOICESAnsoff’s matrixBASISMeaning IHGMarriott MarketpenetrationIt helps business togrow by using existingofferings in the currentmarket (Haley, 2006).Thus, here marketers offirm attract newcustomers by providingthem additionalschemes and benefitsso that competitiveedge can be attained.Business sells existingproducts to current aswell as new customersin order to enhancebrand image in themarket (López, 2005). While, Marriottalways tries toattract existingcustomers andproviding themdifferent offeringsto satisfy theirneeds. Also, theydevelop differentproducts andservices withinthe existingmarket to attracthigh class people(Griffin and2
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